Reliance Retail launched its premium fashion and lifestyle store brand, Azorte. The store has been launched to transform the way Indians shop for premium international and contemporary Indian fashion merchandise.
The store will house global trends and contemporary Indian fashion with an original take on style ranging from western and Indian wear to footwear, fashion accessories, home, beauty, and more.
The new store format includes several tech-enabled interventions such as smart trial rooms, fashion discovery stations, numerous aisles, and self-checkout.
“The mid- premium fashion segment is one of fastest growing consumer segments as millennials and the Gen-Z are increasingly demanding the latest of international and contemporary Indian fashion. Azorte offers wardrobe must-haves for the fashion-forward customers of new India. The store has best-in-class tech interventions that will enhance the customer journey leading to superior shopping experience,” said Akhilesh Prasad, CEO, Fashion and Lifestyle, Reliance Retail.
“Azorte is India’s first fashion NeoStore that offers high-street fashion with on-trend styles and classics reinvented – shoppers can future-proof their wardrobe. They can express their authentic and uncompromising take on style with the best of western wear, Indian wear, kids wear, footwear, fashion accessories, home, beauty and more,” added Rakesh Jallipally, VP and Business Head, Azorte.
The store is a house of brands with a curated collection and is the latest addition to Reliance Retail’s fashion and lifestyle portfolio that has adopted a multi-format approach to cater to every consumer segment.
The 18,000 square feet store will house both own and co-created lines. The first Azorte is located at 1 MG-Lido Mall, Bengaluru.
The company plans to ramp up its store presence across key markets over the coming months.